Instructions

ZOOM IN by clicking on the page. A slider will appear, allowing you to adjust your zoom level. Return to the original size by clicking on the page again.

MOVE the page around when zoomed in by dragging it.

ADJUST the zoom using the slider on the top right.

ZOOM OUT by clicking on the zoomed-in page.

SEARCH by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
respectively.

PRINT by clicking on thumbnails to select pages, and then press the
print button.

SHARE this publication and page.

ROTATE PAGE allows you to turn pages 90 degrees clockwise or counterclockwise.Click on the page to return to the original orientation. To zoom in on a rotated page, return the page to its original orientation, zoom in, and
then rotate it again.

CONTENTS displays a table of sections with thumbnails and descriptions.

ALL PAGES displays thumbnails of every page in the issue. Click on
a page to jump.

horticulture.com.au/grower-focus/cherry | Winter 2017
comprehensive export strategy.”
Part of the challenge is helping industry
participants work together, he says. “The
industry has identified a greater need for
collaborative grower and exporter readiness
and capability, combined with a clear export
strategy ... There is a clear opportunity for
the cherry industry to focus its efforts on a
selected number of markets to maximise
industry efforts and outcomes.”
The Joneses agree that the key to long-
term export success is grower collaboration.
“Everyone has their individual issues, but
we need to present a united front,” Ms
Jones says. “We are totally in the hands of
government-to-government negotiators
(when it comes to opening doors to markets),
but in the past the industry hasn’t done a
good job of unifying and having a national
approach. The states all need to get together
and speak with one voice.”
Without export success, Tim says,
growers will suffer in domestic markets.
“Export affects everybody. If we don’t
open up these offshore markets to the big
growers’ product, we are going to kill the
domestic market with oversupply.” 
7
“The cherry industry is highly motivated
towards increasing exports, and positioning
their product at the premium end of export
markets. With 2015-16 exports accounting
for approximately 22 per cent of production,
valued at around $47.9 million, and
increased exports resulting from recently
granted airfreight market access for
Tasmanian fruit and the prospect of similar
access for mainland fruit from some areas,
the industry is in a strong position to further
grow exports.”
Over the next five years, an export
strategy for the cherry industry will be
commissioned through a Hort Innovation-
funded project and undertaken by
independent experts, experienced in
assessing and prioritising export markets for
horticulture industries.
“Recent successful examples of these
export strategies are in the vegetable and
avocado industries, with the apple and
pear strategy shortly to be completed.
These strategies provide an independent
assessment and quantifiable evidence
base to identify both market access and
development markets to guide industry
effort and investment,” Mr Rogers says.
“Hort Innovation has established an
independent Trade Assessments Panel to
review market access requests from across
the horticulture sector and provide advice
to the Department of Agriculture and Water
Resources. The new Export Readiness
Project provides resources for industry to
prepare and submit business cases to the
panel and maintain its engagement with
both Hort Innovation and the department
on current applications. There is a range of
current negotiations under way for cherry
market access into additional markets.”
A comprehensive understanding of
consumer preferences in different markets
is vital, Mr Rogers says. “Consumer insights
are an important step in ensuring success in
export markets. Discussions are under way
across industry to undertake multi-commodity
consumer preference research in export
markets. One benefit of such an approach
is the ability to leverage resources across
industries when working in export markets, to
provide a suite of data for growers. Consumer
preferencing research would be a natural
progression following the delivery of a
Tim and Alison Jones
with some of their
export packaging.
PHOTO: ANDREW COOKE
EXPORT TRADE
19981999199720002002200120032004200520062007200820092010201120122013201420152016Tonnesperyear19981999199720002002200120032004200520062007200820092010201120122013201420152016A$
0
1000
2000
3000
4000
5000
6000
Australian cherry exports – annual growth rate 22.52%.
0
Source: ABS, ABERS, FAOSTAT, Fresh Intelligence & Cherry Growers Association Australia
0.50
1.00
1.50
2.00
2.50
3.00
Export $ per kilogram – annual growth rate 6.49%.
“EVERYONE HAS THEIR
INDIVIDUAL ISSUES, BUT WE
NEED TO PRESENT A UNITED
FRONT ... THE STATES ALL
NEED TO GET TOGETHER AND
SPEAK WITH ONE VOICE.”
19981999199720002002200120032004200520062007200820092010201120122013201420152016Tonnesperyear19981999199720002002200120032004200520062007200820092010201120122013201420152016A$
0
1000
2000
3000
4000
5000
6000
Australian cherry exports – annual growth rate 22.52%.
0
Source: ABS, ABERS, FAOSTAT, Fresh Intelligence & Cherry Growers Association Australia
0.50
1.00
1.50
2.00
2.50
3.00
Export $ per kilogram – annual growth rate 6.49%.